The House Agency: Cross-channel tracking
For the first time, The House Agency is integrating a TV campaign (CSS) into cross-channel tracking, thereby enabling a high level of transparency into the customer journey.
The customer journey is being measured across all channels for the first time at CSS. In addition to digital channels (SEO / SEA / Display / Affiliate / Direct-TypIns), the return of the TV campaign is now also integrated. The measurement takes place within a 10-minute time window
immediately after the TV ad is broadcast. On this basis, the influence of a push channel (TV / display) on pull channels (search) and direct access to the website is measured. Corresponding entry and exit points for lead and sales generation can thus be precisely assigned.
immediately after the TV ad is broadcast. On this basis, the influence of a push channel (TV / display) on pull channels (search) and direct access to the website is measured. Corresponding entry and exit points for lead and sales generation can thus be precisely assigned.
This makes the customer journey highly transparent. The findings form the basis for better allocation of channel budgets and optimization of communication. The House Agency focuses on merging online/offline with the aim of massively increasing the efficiency of campaigns. "In Switzerland, only single-channel tracking has been used so far," explains Nico Podgorny from The House Agency to Werbewoche.ch. "Cross-channel measurements were carried out manually or by instinct and did not allow any conclusions to be drawn as to how the individual channels were cross-fertilizing each other."
